Carrefour asked Publicis Modem and a few other agencies to pitch for improving their digital ecosystem over the next 3 years. A large budget was at stake (15 Million Euro), we had three weeks to craft a future user experience vision for Carrefour.
The existing Carrefour ecosystem was very fragmented, there were over 25 user accounts and logins across different e-commerce platforms and services. To complicate things further, Desktop and Mobile platforms lived in separate silos.
Customer panels indicated customers perceived Carrefour as a monolithic, gigantic, impersonal organisation.
Carrefour collected a lot of information about customer's shopping habits via their fidelity programme but wasn't doing anything with the data other than issuing discount vouchers.
Customers are fickle. Online shopping has flattened differences between distribution brands, customer loyalty is declining. People buy wherever is cheaper and most convenient.
Be the first brand on customer's mind when they decide to go shopping. Create tools to simplify the shopping experience beyond what competitors are offering. Be physically present and available when customers plan their shopping, eg. when creating a shopping list at home. Become indispensable.
A single sign-on system giving access to every Carrefour e-commerce brand and service on Desktop/Tablet/Mobile/In-store/... so users can continue their tasks where they left off regardless of channel.
The system should learn user's preferences and provide deeply pertinent, personalised content and services. Learn from user habits and anticipate user needs.
French consumers care deeply about the regions they live in and identify strongly with local products and culture. Improve brand perception by providing local content that is relevant to them.
Start thinking about the full customer experience, not just what happens on digital channels but the complete process from the moment users start planning their shopping to the moment they consume the purchased items. Brainstorm ideas to improve the journey, aligned with the UX Strategy. Then write stories from the user's point of view illustrating the key concepts and how the UX Strategy addresses both business goals and user needs.
We wanted to be present when people make their shopping decisions, in the kitchen. We imagined a connected device that would let people update their shopping list quickly by either scanning products or entering them manually. The physical form was secondary at this point. Naturally, the shopping list application would be accessible across all devices.
As Director of Information Architecture I became part of this team, and spent the next year delivering a number of projects, helped by different UX freelancers I brought in. Publicis had to put together a team of 40 people to start producing the vision and a new agency dedicated to Carrefour was eventually formed one and a half years later, Publicis K4.